Top Telecom Companies

on Social Media (India)

May, 2014

Highlights:

• Vodafone performs the best on social media followed

by Airtel and Idea Cellular. Airtel has high social

media buzz in both the earned media and owned

media

• Airtel is also the most responsive on social media.

While other players in the industry took more than a

day on an average to respond to complaints, Airtel

responded to customers within the next one and half

hour.

• In terms of social media mentions, Top 3 firms namely

Airtel, Vodafone and Idea Cellular cover 73% of the

buzz

• Vodafone leads in terms of engagement and has the

highest number of fans

• Vodafone leads in terms of followers and mentions on

Twitter

Rank Company nameSSI SCORE

(May’14)

1 Vodafone 88

2 Airtel 83

3 Idea Cellular 71

4 Tata DoCoMo 66

5 Aircel 53

6 Reliance Communications 45

7 Videocon 40

8 MTS India 36

9 BSNL 36

10 Uninor 32

MOST SOCIAL TELECOM COMPANIES (INDIA)

SSI refers to Simplify360 Social Index

PARAMETER WISE BREAKUP OF SCORES

Final index is a function of Buzz score, Facebook score and Twitter score

BRAND BUZZ SCORE FACEBOOK SCORE TWITTER SCORE OVERALL SCORE

Vodafone 84.6 90.4 92.3 88

Airtel 92.3 63.4 84.6 83

Idea Cellular 76.9 71.9 60 71

Tata DoCoMo 61.5 73.1 67.7 66

Aircel 38.5 80 55.4 53

Reliance Communications 38.5 42.4 60 45

Videocon 46.2 35.4 33.8 40

MTS India 23.1 53 43.1 36

BSNL 53.8 17.3 16.9 36

Uninor 30.8 33.9 32.3 32

Rank Company name Earned Media

1 Airtel 52,697

2 Vodafone 16,267

3 BSNL 7,127

4 Aircel 4,897

5 Tata DoCoMo 3,971

6 Idea Cellular 1,843

7 MTNL 1,270

8 Uninor 1,207

9 Reliance Communications 486

10 Videocon 428

Top 10 Telecom companies on the basis of earned media

Earned vs owned media breakup

52,697

16,267

7,127

4,897

3,971

1,843

1,270

1,207

486

428

391

292

- 20,000 40,000 60,000

Airtel

Vodafone

BSNL

Aircel

Tata DoCoMo

Idea Cellular

MTNL

Uninor

Reliance Communications

Videocon

Loop Mobile

MTS India

Earned media

29661

28769

299

11356

6735

16164

403

1741

5632

6444

61

1467

0 10000 20000 30000 40000

Owned Media

In terms of social media mentions, Top 3 firms cover 73% of the buzz

41%

23%

9%

8%

5%

4%

3%

3%

2%

1%

Airtel Vodafone Idea Cellular

Aircel Tata DoCoMo BSNL

Videocon Reliance Communications Uninor

MTS India MTNL Loop Mobile

Share of mentions of brands on social media, May 2014

VODAFONE LEADS IN TERMS OF ENGAGEMENT AND HAS THE HIGHEST NUMBER

OF FANS

Facebook engagement quadrant, May 2014

Telecom Industry, India, Source: Simplify360

High number of

engaged fans

and fan base

Less number of

engaged fans, but

good fan base

Less number of actively engaged fans and fan base

Size of the bubble

represents the percentage

of engaged fans to the

total fans on the page

1.30%

0.19%

2.18%

1.72%

1.2%

0.25%0.20%

0

50000

100000

150000

200000

250000

300000

0 2000000 4000000 6000000 8000000 10000000 12000000 14000000 16000000 18000000 20000000

People

Talk

ing a

bout

No. of fans

VODAFONE HAS THE HIGHEST SHARE OF FANS ON

FACEBOOK

33%

25%

14%11%

10%

3%

3%1%

0%

0%

Vodafone

Tata DoCoMo

Aircel

Idea Cellular

Airtel

MTS India

Reliance Communications

Videocon

Loop Mobile

Uninor

MTNL

BSNL

Share of fans on Facebook, May 2014

22477

18772

4526

2932

61395707

3640

5000

10000

15000

20000

25000

0 50000 100000 150000 200000 250000

Ment

ions

Followers

Size of the bubble

represents the number

of tweets sent from the

official twitter handle

VODAFONE LEADS IN TERMS OF FOLLOWERS AND MENTIONS

High number followers but less

mentions

High number of

mentions and

followers

Four major groups can be observed among the Telecom companies. (1)Those with high mention but less follower, (2)those having high number of followers but less mentions, (3)those having high number of mentions but less followers and (4)those who are low on both the parameters.

Less number followers and less mentions

High number of

mentions and

less followers

Performance of Telecom companies on Twitter | Response time

1.40

18.06

10.63

26.51

64.6370.50

1.79

19.3224.49

41.89

51.93

77.02

Airtel Aircel Reliance CommunicationsVodafone Tata DoCoMo Idea Cellular

April May

00DAYS

01HOURS

47MINS

28SECS

00DAYS

19HOURS

19MINS

20SECS

01DAYS

00HOURS

29MINS

31SECS

01DAYS

17HOURS

53MINS

31SECS

Airtel performs the best with 1 Hour 47 mins (1.40 hors) average response time. The industry average of

the response time is 36 hours. On the other hand, Vodafone, Tata DoCoMo and Idea are the worst

performers. Compared to April, the performance of most of telecom companies has degraded except for

Docomo which has improved.

Figures displayed here are in fraction of hours, For Eg. 26.30 is to

be read as 26 hours 30 minutes or 1 day 2 hour and 30 minutes.

Time taken by telecom service providers to respond to

customer complaints and queries

02DAYS

03HOURS

56MINS

00SECS

03DAYS

05HOURS

01MINS

11SECS

INDUSTRY AVERAGE : 36:07

Data: May Source: Simplify360

Methodology

Simplify360’s proprietary listening tool is used for collecting the data and counting the

number of mentions for each company.

The parameters considered for Twitter and Facebook were also gathered through

Simplify360. For brands having multiple Twitter profiles their main official account is

taken into consideration. For estimating the response time, customer care handles are

taken into account. In case there is no dedicated customer care handle, the official

handle is considered.

A total of 12 companies were considered in the analysis.

Geography considered: India

Period of analysis: May 1 to 31, 2014

GLOSSARY OF TERMS:

EARNED MEDIA: Earned media is the conversations elsewhere other than the company's pages.

OWNED MEDIA: Conversations on their own channels like Facebook pages, Twitter accounts. Customer care handles

are also included as part of the owned media.

About the authors

Mohan KrishnaSocial media research analyst, Simplify360

Mohan Krishna has a talent of plugging in

Mathematical and statistical techniques over

qualitative social media data to get an

insightful & actionable results makes him

unique. He is intact with many clients across

different verticals like Technology, FMCG,

Media, Entertainment, Telecom, Sports, and

Electronics etc.

Twitter: @typicalkrish

Vang LianHead of Research, Simplify360

Vang Lian is an alumnus of IIM Bangalore. He

has the ability to find insights in the midst of

chaos.

He believes data visualization is equally and

even more important than the data itself. He is

a weekend footballer.

Twitter: @vang_lian

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